Called to Action

About Called to Action

Called To Action is a podcast where the latest trends and research in B2B marketing are investigated and discussed. At the end of each episode, you’ll get ideas for tactics to use in your company’s marketing. What action will you take next? This podcast, produced by Aimtal, a digital marketing agency, features the company’s CEO and Co-founder, Janet Mesh, and Growth Marketing Lead, Tucker Delaney-Winn, as the hosts, along with special guest speakers and industry thought leaders.

Publisher

Janet Mesh

Category

business · business

Language

en

Explicit

No

First episode

20 Mar 2025

Latest episode

28 Aug 2026

Latest episodes

16 episodes in the feed.

1. 

   28 Aug 2026

   Wistia's 2026 State of Video Report: Why LinkedIn & webinars still top the B2B marketing charts

   Are your video marketing strategies keeping up with the latest B2B trends? For years, we treated YouTube as the ultimate destination for B2B video. But the data from Wistia’s 2026 State of Video Report shows that B2B buyers have moved, and their headspace has shifted. If you want real results, you have to meet your audience where they are already in "work mode In this episode of Call to Action, hosts Janet Mesh and Tucker Delaney-Wynn of Aimta chat with Sam Balter and Meg D'Alessandro from Wistia to unpack the data and actionable takeaways from the report and much more. In this episode, you will learn: LinkedIn's video dominance: Why LinkedIn has officially become the #1 video channel for B2B marketers, beating out YouTube for content sharing, organic discovery, and highly targeted paid ads The production vs. promotion gap: A breakdown of why marketing teams spend significantly more time on creation (57%) than promotion (20%), and how AI can help streamline your post-production distribution workflows The webinar engagement boom continues: Why search interest in webinars has tripled since 2020 and how this format continues to achieve unmatched engagement rates The video-first content flywheel: Why starting campaigns with video makes downstream writing (like blogs) much easier, and how you can build confidence by testing low-stakes video updates internally Tune in to the full episode to learn how to build a high-performing video-first flywheel, align marketing with sales through webinar engagement signals, and double your website conversions with on-page video content. Sam Balter is Head of Content at Wistia, where he leads the team behind Wistia's blog, webinars, guides, and the annual State of Video report. He's spent his career in B2B helping brands make content that earns attention. Meg Dalessandro is a Content Producer at Wistia, where she creates research, educational content, and video strategies that help marketers make better use of video. She works closely on Wistia’s annual State of Video Report and turns industry trends and performance data into practical advice for modern marketing teams. She’s also a firm believer that a few bad ideas are usually the fastest way to find a good one. Resources shared in the episode: 📺Wistia's State of Video Report + Webinar (https://wistia.com/explore/state-of-video-report) 🧠 Submit a bad idea to Meg here! (https://www.creative-blob.com/badidea) 🤳 Called To Action episode on LinkedIn algorithm changes: https://youtu.be/BQq0LYcj35E?si=auxMrLgOQdyFznsv (https://youtu.be/BQq0LYcj35E?si=auxMrLgOQdyFznsv)

2. 

   1 Jul 2026

   Everything You Need to Know about LinkedIn’s New 360Brew Algorithm

   In this episode of Called to Action, Janet and Tucker break down exactly how this massive shift changes B2B brand visibility and what you need to do to stay in the game on LinkedIn, within AI chat, and the internet as a whole. In this episode, you will learn: ✔️How LinkedIn’s 360Brew algorithm moves beyond hashtags, promotional posts, and virality to semantically understand the context and actual meaning behind your posts. ✔️Why LinkedIn now cross-references your posts with your profile's headline and work history, and why a mismatch will suppress your reach The new engagement metrics that actually matter, such as dwell time, saves, and sends. ✔️A proven "1-2-3 combo" content strategy utilizing specific post types and LinkedIn features for high-performing content (and what is working best for Aimtal’s clients). ✔️How LinkedIn has become the number two cited source for AI search engines like ChatGPT, and how to optimize your long-form content for Answer Engine Optimization (AEO) ✔️The exact reporting strategies that will prove your LinkedIn strategy’s impact on pipeline & revenue. It is no longer just about winning the LinkedIn feed; it is about Answer Engine Optimization (AEO) and becoming the cited authority in the zero-click search era. Watch the full episode to discover the actionable tactics for upgrading and aligning your LinkedIn strategy.

3. 

   9 Jun 2026

   How to build brand authority in a saturated market with Leah Ryder

   Brand marketing is making its highly anticipated comeback. In this episode of Called To Action, VP of Marketing at Outshift by Cisco, Leah Ryder, joins us to reveal how to construct undeniable brand authority and build category-defining campaigns in today's crowded B2B market. If you’re struggling to prove the ROI of brand marketing within your company or are currently in the process of a rebrand at your company, Leah, Janet, and Tucker share the real data and actionable frameworks in this episode on: 📊 New 2026 data shows brand awareness campaigns are now delivering the highest marketing ROI for companies 🤝 How to effectively build trust with the 95% of your future buyers 🔬 The anatomy of a successful rebrand, featuring behind-the-scenes secrets from Trello’s integration into the Atlassian portfolio and the creation & rebrand for Outshift by Cisco ⚙️ How Outshift uses rapid AI-augmented A/B testing and approaches category creation (like the "Internet of Agents") 📣 Why supplementing traditional brand ads with employee-driven thought leadership skyrockets engagement, reach, and brand authority Watch the full episode to discover actionable frameworks for creating and scaling your brand—whether you are a budding startup or working within a massive enterprise. And stick around until the end to hear our hosts and guest share three specific "calls to action" you can implement immediately to transform your brand's foundation, messaging, and thought leadership strategy. ———— Leah Ryder is a seasoned brand builder and content marketing strategist who currently serves as the VP Head of Marketing at OutShift by Cisco. Leah is the creative force behind the OutShift name itself and has built the brand's comprehensive marketing engine—including its category creation strategy, website, blog, and social channels—entirely from the ground up. Prior to her role at Cisco, Leah spent eight years at Trello, guiding the brand from its startup days through its acquisition by Atlassian. During her tenure, she eventually became the Head of Marketing, where she led the full marketing strategy and spearheaded Trello's post-acquisition rebrand to integrate it into the Atlassian portfolio while maintaining its beloved identity. Throughout her career, which also includes freelance brand-building for smaller companies, Leah has championed a strategy that prioritizes authentic messaging and deep alignment with a company's core mission, vision, and culture. She approaches brand building like a "detective," uncovering the true ethos of a team and their products to create compelling, human-centric narratives that resonate across both scrappy startups and massive enterprise environments.

4. 

   29 May 2026

   How to adapt with AEO: Webflow’s framework for upgrading websites for AI search with Guy Yalif

   AI search is reshaping how buyers discover brands. But is organic traffic really on the decline — or just evolving? In this episode of Called to Action, Guy Yalif, Chief Evangelist at Webflow, explains how to transition your website infrastructure and content marketing strategy from SEO to Answer Engine Optimization (AEO) to capture high-intent traffic from AI platforms. In this episode, you’ll get the real data and actionable tactics on: 🔄 The shift from SEO to AEO - Why traditional organic search is declining while AI-driven traffic from LLMs is rapidly growing and resulting in higher quality lead conversions. 🦾 Webflow’s AEO framework - Understand the specific frameworks Webflow has put in place, shifting the focus from keyword clusters to "clusters of questions" to better serve AI answer engines. 🏗️ Website architecture and optimizations —  Learn to prioritize site structures and technical optimizations—such as Schema markup, H-tag hierarchy, and FAQs—that effectively reach both humans and bots. 📊 How to track AI mentions and LLM visibility — Discover effective ways to measure success, such as tracking "share of voice" in AI responses and using specialized tools to monitor brand sentiment within LLM syntheses. ✍️ High-quality content – Why you must continue creating authoritative, human-led content across digital channels, as LLMs prioritize fresh, deeply researched data to generate their answers. The marketing landscape is changing faster than ever, and those who don't adapt to Answer Engine Optimization risk losing their voice in the age of AI. Listen to the full episode to move past the fear-mongering and gain a practical, technical roadmap that will help your brand become the primary answer for your customers' most important questions. 💬 View Aimtal’s AEO services: https://www.aimtal.com/service/answer... (https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbmI4cWxqdEhJVXE0RDRXYTltcHQ1V0tnbjRuQXxBQ3Jtc0tubTNBdG1oLWpnUVZBbjJyeG1NbWozOG8xUUZ3N1p5cGNyMWh0QXBsbE9kOUJudWZHR0NYR1FwVkl1cEoxMTlETjdYRHlhXzlXOHZMdTM2OTFfejhNZUxOeDZmQ05lVjF3U3R6cTVGVDA0UFVvMl90Zw&q=https%3A%2F%2Fwww.aimtal.com%2Fservice%2Fanswer-engine-optimization&v=3FQ0KK-nzns) 👉 Analyze the AEO maturity of your website with Webflow’s free assessment: https://webflow.com/feature/aeo (https://webflow.com/feature/aeo) #CalledToAction (https://www.youtube.com/hashtag/calledtoaction) #AEO (https://www.youtube.com/hashtag/aeo) #B2BMarketing (https://www.youtube.com/hashtag/b2bmarketing) #Webflow (https://www.youtube.com/hashtag/webflow) #AISearch (https://www.youtube.com/hashtag/aisearch)

5. 

   19 Dec 2025

   Forecast of 2026 Marketing Trends & Priorities

   Aimtal's CEO Janet Mesh and Director of Marketing Services Tucker explore emerging B2B marketing trends for 2026, emphasizing brand visibility and thought leadership as strategic drivers for future revenue in this interview.

6. 

   21 Oct 2025

   Overheard at HubSpot INBOUND 2025: The new AI marketing playbook explained

   Hosts Janet and Tucker analyze HubSpot's INBOUND 2025 conference, discuss the Loop Marketing playbook, and examine the shift to zero-click content in the age of AI, highlighting the importance of quality content.

7. 

   29 Aug 2025

   How to Build Authority in the age of AI through thought leadership

   Host Janet Mesh and co-host Tucker Delaney-Winn explore building AI authority through thought leadership, revealing how human-centric content engages hidden buyers and ranks online.

8. 

   5 Aug 2025

   LinkedIn Ads that Actually Work: AJ Wilcox Reveals His Top LinkedIn Secrets

   LinkedIn Ads expert AJ Wilcox joins Janet Mesh and Tucker to share a proven three-stage LinkedIn Ads funnel for converting impressions into pipeline, winning over B2B buying committees, and balancing personal and brand content in this interview.

9. 

   15 Jul 2025

   The Power of Customer Stories in B2B

   CEO Janet Mesh and co-host Tucker explore how B2B customer stories drive awareness through integrated marketing campaigns, providing listeners with a roadmap for leveraging customer proof to fuel growth in this interview.

10. 

    1 Jul 2025

    Episode Title Build brand trust: How to connect with your customers through brand messaging, values, and emotion

    Janet Mesh and Tucker explore how brand messaging connects with customers through shared values and emotions, emphasizing the importance of building brand trust in B2B marketing; this is an interview.

11. 

    17 Jun 2025

    2024 Recap and 2025 Predictions for B2B Marketers

    Hosts Janet Mesh and Tucker Delaney-Winn interview Dylan Rhudd, who analyzes 2024 B2B marketing trends and forecasts strategies for 2025, including AI's role and personalized content.

12. 

    3 Jun 2025

    How to optimize your content & SEO strategy in the age of AI & video

    Hosts Janet Mesh and Tucker Delaney-Winn interview Emily Desrosiers about optimizing content and SEO strategies using video and AI to adapt to the evolving digital landscape and maintain audience engagement.

13. 

    20 May 2025

    To automate or not to automate: How to combine technology with the human touch

    Hosts Janet Mesh and Tucker Delaney-Winn explore marketing automation, balancing technology with human interaction across email marketing and paid advertising, and maximizing efficiency within the HubSpot platform.

14. 

    20 Mar 2025

    Cross-functional collaboration: The secret to marketing growth

    Janet Mesh and Tucker Delaney-Winn explore the critical role of marketing processes in driving growth and enabling strategic work, highlighting the importance of cross-functional collaboration.

15. 

    20 Mar 2025

    How to build a video marketing strategy: Examples of B2B companies driving leads and sales

    Integrated Marketing Strategist Dylan Rhudd discusses video marketing strategies with hosts Janet Mesh and Tucker Delaney-Winn, examining content types and B2B brand case studies in this interview.

16. 

    20 Mar 2025

    How to rethink your B2B marketing attribution model to reveal the truth behind your buyers’ journey

    Janet Mesh and Tucker Delaney-Winn examine B2B buyer journeys and attribution models, revealing how marketing impacts the bottom line by connecting marketing, sales, and revenue in this interview.

Who has been a guest on Called to Action

Names identified in recent episode analyses. Showing up to five guests.

• AJ Wilcox
• Dylan Rhudd
• Emily Desrosiers

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

2 ratings

Spotify

5.0 / 5

4 ratings

Podcast Authority Score: 16 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

19

Social presence

0

YouTube

0

Engagement

32

Contact Called to Action

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.

Questions about Called to Action